Nike puts athletes at the centre with its Athlete House in Paris

26 July 2024

A front view into the entryway of the Nike Athlete House in Paris, France. A dramatic flower display with a gold Swoosh hangs above a lounge space with green walls. 2 chairs are upholstered with black fabrics with white Swooshes. A white sofa holds a rust colored pillow with a white Swoosh. There is white cabinetry and high tables with barstools flanking the room.

What to know

Nike is supporting its athletes in Paris this summer with the best-in-class Nike Athlete House: a dedicated, holistic space for preparation, celebration, rest and recovery.
The Nike Athlete House offers everything athletes could need to perform at their peak, including physiotherapy and recovery services; speciality stations for barber, make-up, nail and tooth gem appointments; spaces to unwind with their families; and areas where they can fine-tune their style for the world's greatest stage.
The Nike Athlete House is the latest example of how Nike listens to the voice of the athlete, supporting competitors on and off their fields of play with the services they want and need. The space underscores the brand's continued commitment to redefining the model of athlete partnership and putting the athlete at the centre.

This summer in Paris, athletes are ready to make their dreams real—and Nike is ready to support every victory. A cornerstone of that commitment is the Nike Athlete House, a dedicated space for preparation, celebration, rest and recovery for the hundreds of competing Nike athletes.

Backed by science and athlete insights, the Nike Athlete House offers a range of holistic services for athletes: a pop-up Nike Sport Research Lab that delivers physiotherapy and recovery services; a self-expression space offering barber, make-up, nail and tooth gem appointments for athletes to get their looks refreshed; tranquillity places to unwind, eat and relax with family; and speciality areas where athletes can customise and fine-tune their style for the world's greatest stage. This includes tapping into Nike's newest proprietary AI tool. Using digital tablets, athletes can enter prompts into the program—say, "Swoosh", "flowers", "modern art"—and instantly get customised one-of-a-kind images that they can select to print on Nike apparel at the House, available in minutes. Nike used a version of the AI tool earlier this year in its A.I.R. design project with elite athletes.

To serve and support athletes in important moments, Nike is also offering its athletes dedicated apparel services in Paris, helping to modify and fit their kits as needed.

"At Nike, we exist to serve athletes, both in the everyday and in their most important sport moments", says Tanya Hvizdak, VP, Global Women's Sports Marketing. "The Athlete House in Paris is a direct reflection of what athletes are telling us they need in this moment: a dedicated space where they can rest, recover and prepare using industry-leading services".

The Nike Athlete House is the latest example of how Nike listens to the voice of the athlete, supporting competitors in the ways they want and need, on and off their fields of play. That support includes bespoke programmes such as Nike's Athlete Think Tank, which allows the brand to hear directly from its elite women athletes and use their insights to inform products and improve how Nike champions sport for women and girls. It's also reflected in the ways the brand fosters athletes' self-expression and listens to athletes to inform Nike campaigns.

Every effort adds to Nike's greater commitment: to redefine the model of athlete partnership by listening deeply, serving athletes holistically and collaborating to create positive change through sport.

Check out the images below for a glimpse inside the Nike Athlete House in Paris.

Nike Puts athletes at the centre with its Athlete House in Paris

Assets

Overhead view into the entryway of the Nike Athlete House in Paris, France. A dramatic flower display hangs above a lounge space with green walls. 2 chairs are upholstered with black fabric with white Swooshes. A white sofa holds a rust colored pillow with a white Swoosh. There is white cabinetry and high tables with barstools flanking the room.

View into the recovery space at the Nike Athlete House in Paris, France. We see a white sofa positioned on a boldly patterned black and white rug. There is a selection of Hyperice vests and boots, as well as massage spaces. White curtained walls surround the area.

View of the Legends' Coffee bar at the Nike Athlete House in Paris, France. Bright orange and white walls surround the coffee bar, which has a shiny orange counter top. Two silver espresso machines hold stacks of orange coffee cups. Behind the bar are black and white photos of sports lengends.

Situated on top of a black background, we see a spectrum of example of the AI-generated designs athletes can create and use to customize Nike apparel. The designs include customized Swooshes, the word PARIS, and Nike logos.

View into the Jacquemus Station at the Nike Athlete House in Paris, France. We see the Nike X Jaquemus men's and women's track suits on white mannequins. Nike x Jacquemus short sleeve tees in Univserity red and black hang on a bar to the right. A curved white counter holds the Nike x Jacquemus Air Max 1 Sneaker in white. Fitting rooms can be seen in the background.